Cadbury is a British multinational confectionery company & the second largest confectionery brand in the world. Cadbury is best known for its confectionery milk chocolate brand Dairy Milk, & launched this £2 million TV commercial ad campaign for it's associated ice cream with the tagline #FreezeTheJoy
#FreezeTheJoy features a 'dancing dad' character in the seaside, who is overcome with joy after taking a bite from the ice cream, despite the typical British summer washout weather. The viewer is taken on a journey by our hero character with movement, direction & choreography designed to emphasise the simple joy that Cadbury Dairy Milk ice cream brings to those that eat it – whatever the weather. The key was to portray a character who is suddenly overcome with spontaneous joy and breaks free from formality; dancing along, through and across the beachfront promenade in a moment of credible, genuine & authentic, if unplanned joy.
Watch the behind the scenes video to see the making of #FreezeTheJoy: